The document provides an overview of the Edelman Trust Barometer 2012 findings for business trust in Russia. Some key points: 1) Trust in government and business declined overall in Russia in 2012, especially among older informed publics. 2) Trust in three of the four main institutions (government, business, media, and NGOs) decreased compared to 2011 levels. 3) A person like yourself has become a more credible spokesperson than the CEO of a company. 4) Online search engines and social media are now seen as more trustworthy sources of information about companies than traditional media. 5) There is a high level of importance placed on companies addressing social and environmental problems in Russia

1. Robert Phillips
President & CEO, EMEA
February 2012
1 © Edelman, 2012. All rights reserved.

2. EDELMAN TRUST
BAROMETER 2012
GLOBAL HEADLINES
• Government Suffers Steepest Trust Decline In
Barometer History
• Business Still Has It‟s Own Hurdles To Clear,
Especially In Developed Markets; CEO Trust
Significantly Down
• Banks & Financial Services Remain Least
Trusted; Technology Leads
• NGOs Remain Most Trusted Institution Globally
• Social Media Surges As Scepticism Rises
• Business Can Earn License To Lead BUT New
Trust Dynamics At Play

3. GLOBALLY, NGOS AND BUSINESS FALL TO 2009 TRUST LEVEL –
GOVERNMENT RECORD DECLINE
NGOs
TRUST IN INSTITUTIONS – 18-COUNTRY GLOBAL TOTAL
Media
Business
Government
80%
70%
59%
60% 57%
53% 54% 54%
52% 53%
53%
52% 49%
50% 51% 47%
46% 49%
47%
48% 46% BUSINESS
44% 46%
44% 45%
40% 43%
40% 38%
GOVERNMENT
30%
20%
2007 2008 2009 2010 2011 2012
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you
“do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in 18 country global total (excludes Argentina, Australia,
Hong Kong, Indonesia, Malaysia, Singapore and UAE)
3 © Edelman, 2012. All rights reserved.

4. EUROPE:
THE CRUCIBLE
OF TRUST
• Trust in Eurozone Governments down 19 points to 27%;
7 out of 9 are Distrusted
• Contagion Spreads to Business; France, Germany and
Spain Suffer Dramatic Declines
• UK Trust in Government Holds; But Significant
Expectation Gap versus Delivery
• Trust in CEOs & Regulators Falls Sharply; Big Rises for
„Person Like Yourself‟ and Regular Employees
• Other Big Trust Winners are Traditional Media Sources
plus Social Media
• Opportunity for Business to Lead: Profit + Purpose +
Engagement

5. +18 adults
IN S&P RECENT DOWNGRADE COUNTRIES, TRUST IN
GOVERNMENT AND BUSINESS DROPS SHARPLY
Government Business
TRUST IN INSTITUTIONS
2011 55%
Informed Public
2012
Informed Public 46%
2012 41%
General Public 37%
27% 25%
Downgrade countries
(France, Italy, Spain)
+18 +18
+18 +18
Government Business
54%
43% 42%
45%
40%
32%
Non downgrade countries
(UK, Germany, Netherlands,
Ireland)
+18 +18
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do
not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in downgrade (France, Italy, Spain) and non
downgrade countries (UK, Germany, Netherlands, Ireland)
5 © Edelman, 2012. All rights reserved.

6. 6 © Edelman, 2012. All rights reserved.

7. RUSSIA IS NOT IMMUNE FROM FALLING GLOBAL TRUST SCORES –
ESPECIALLY AMONG OLDER „INFORMED PUBLICS‟ NGOs
Media
TRUST IN INSTITUTIONS – RUSSIA
Business
Government
80%
70%
60%
50%
45% 46% 46%
42% BUSINESS
40% 40%
39% 40%
40% 43% 38% 36%
36% 39%
35% 38% 37%
29% 34% 28%
30% 32%
28% 27%
27%
GOVERNMENT 23%
20%
2007 2008 2009 2010 2011 2012
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you
“do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 35-64 in Russia
7 © Edelman, 2012. All rights reserved.

8. IN RUSSIA, TRUST IN THREE OF FOUR INSTITUTIONS
DECLINES OVERALL
2011
TRUST IN INSTITUTIONS - RUSSIA Informed Public
2012
Informed Public
2012
General Public
41% 41%
39%
32%
29%
26%
Government Business
42%
37%
33% 32%
28% 28%
Media
NGOs
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do
not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population AND Informed Publics ages 25-64 in the European Union Region (excludes
Russia)
8 © Edelman, 2012. All rights reserved.

9. TRUST IN BUSINESS IN RUSSIA LOW BUT STABLE
TRUST IN BUSINESS
2011 2011
Informed Public Informed Public EMEA
2012 2012
Informed Public Informed Public EMEA
Trust Trust Steady Trust
81% 81%
78%
77%
74%
71% 70% 69%
67%
64% 65% 63%
61% 62%
56% 56% 57%
54% 54% 53% 53%
53% 52% 52%
50% 50%
50% 47% 48%
46% 46% 46%
44% 43% 44%
41% 41%
38%
34% 32%
28%
N/A N/A
Q11-14. [Business in General TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics ages 25-64 in 20 country global total
(excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 25 countries
9 © Edelman, 2012. All rights reserved.

10. GLOBAL CHALLENGES IN BUSINESS ARE ALSO REFLECTED AMONG
THE GENERAL POPULATION Gap
84% - 25
RUSSIA OFFERS HIGH QUALITY PRODUCTS OR SERVICES
59%
Business
Importance LISTENS TO CUSTOMER NEEDS AND FEEDBACK 77% - 30
Company 47%
Performance
64%
HAS ETHICAL BUSINESS PRACTICES
32% - 32
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 60% - 10
50%
PLACES CUSTOMERS AHEAD OF PROFITS 60% - 30
30%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 59% - 10
49%
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 57% - 25
32%
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 55% - 22
BUSINESS 33%
TREATS EMPLOYEES WELL 55% - 30
25%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 54% - 25
29%
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 53% - 26
27%
46% - 18
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
28%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 46% - 19
IN WHICH THE COMPANY OPERATES 27%
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 37% - 9
28%
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 34%
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 39% +5
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 32%
SOCIETAL ISSUES 19% - 13
Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your
trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Russia (excludes ‘Don’t Know’
responses);Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a nine-point scale where one means they are
performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well) General Population in Russia
10 © Edelman, 2012. All rights reserved.

11. DESPITE LACK OF TRUST IN GOVERNMENT, CALLS FOR INCREASED
REGULATIONS. THIS CONFIRMS THE CALL FOR BUSINESS TO BE
SOCIALLY RESPONSIBLE
% WHO BELIEVE GOVERNMENT DOES NOT REGULATE BUSINESS ENOUGH
77%
70%
68%
64%
58%
54% 54% 53%
EMEA
50% 49% 51% 48% 48%
40% 40%
38%
36% 35% 34%
30% 30%
Q130. When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (% who selected ‘not
enough’) Informed Publics ages 25-64 in 25 country global total and across 25 countries
11 © Edelman, 2012. All rights reserved.

12. +18 adults
HIGH LEVEL OF IMPORTANCE FOR SOLVING SOCIAL
AND ENVIRONMENTAL PROBLEMS
% WHO THINK IT IS IMPORTANT FOR A COMPANY TO BE INVOLVED IN SOLVING SOCIAL AND
ENVIRONMENTAL PROBLEMS IN THEIR COUNTRY
86%
76% 76% 76% 76% 76% 74% 74% 72%
61%
Italy Sweden Russia Germany Netherlands France Ireland Spain UK Poland
Q128. & 129. How important is it for companies to take each of the following actions? Please use a nine-point scale where one means that it is 'not at all important' for a company to
take that action and nine means it is 'extremely important' for a company to take that action. (Top 4 Box) General Population in Europe
12 © Edelman, 2012. All rights reserved.

13. CREDIBILITY OF „PERSON LIKE ME‟ SURGES IN RUSSIA; CEO DECLINES
CREDIBLE SPOKESPEOPLE – RUSSIA
2011 2012
Academic or expert 66% Academic or expert 81% + 15
Technical expert in the company 63% Technical expert in the company 73% + 10
CEO 58% A person like yourself 60% + 20
Financial or industry analyst 56% Financial or industry analyst 53%
Government official or regulator 42% Regular employee 40%
NGO representative 40% CEO 38% - 20
A person like yourself 40% NGO representative 28% - 12
Regular employee 39% Government official or regulator 18% - 24
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible
would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64
in Russia
13 © Edelman, 2012. All rights reserved.

14. ONLINE SEARCH ENGINES AND SOCIAL MEDIA ARE NOW MORE
TRUSTED THAN TRADITIONAL MEDIA
2011
Informed Public
2012
Informed Public
- 11
20%
24%
21%
-8
15%
12% 13%
9%
7%
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or
not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Russia
14 © Edelman, 2012. All rights reserved.

15. BUSINESS: THE PATH FORWARD
BUSINESS COMPETENCE + SOCIETAL COMPETENCE +
ENGAGEMENT BEHAVIOURS
CURRENT TRUST BUILDING FUTURE TRUST
32% TRUST BUSINESS 1) High quality products or services
1) Ranks on a global list 2) Listens to customer needs and feedback
2) Highly regarded, top leadership 3) Has ethical business practices
3) Delivers consistent financial returns 4) Places customers ahead of profits
4) Innovator of new products
RUSSIA 6) Addresses society's needs
Societal
7) Takes actions to address issue or crisis
Operational
8) Treats employees well
8) Communicates frequently and honestly
10) Works to protect/improve environment
11) Has transparent and open business
12) Positively impacts the local community
12) Highly regarded, top leadership
14) Delivers consistent financial returns
15) Ranks on a global list
16) Partners with third parties
Q11-14. [TRACKING] [Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not
trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in Russia; Q52-69. How important is each of the following actions to building your
TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a
company. (Top 2 Box, Very/ Extremely Important) General Population in Russia (excludes ‘Don’t Know’ responses)* ‘Current Trust’ results based on regression analysis of the general population
15 © Edelman, 2012. All rights reserved.

16. TO EARN LICENSE TO LEAD BUSINESSES ARE EXPECTED TO
MEET A “THREE-DIMENSIONAL” CHALLENGE
• Profit - Business competence - the ability to
deliver great products and services; to
innovate; and to make money
Profit
• Purpose - Social imperatives - treating
employees well; protecting the
environment; being a force for good in Purpose
society
• Engagement - Behaviors we characterize as
Public Engagement – transparency; honest Engagement
& frequent communications; active
partnerships for common good
16 © Edelman, 2012. All rights reserved.

17. 17 © Edelman, 2012. All rights reserved.